Rome Capturing a Century of Italian Life and Style
Alba Rinascente Roma Tritone, Rome

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Rome Capturing a Century of Italian Life and Style

From February 1st – 27th, Rinascente is celebrating 100 years of history with an exhibition in Via del Tritone.

In 2017, Rinascente celebrated the 100th anniversary of its name with a major exhibition at Palazzo Reale in Milan. Now, from the 1st to the 27th of February 2018 the celebration moves to Rome with the exhibition “LR100-Rinascente Stories of Innovation” at the Rinascente flagship store in via del Tritone.

The exhibition tells the evolution of the department store, from 1865 to the present day, but mainly the history of Italy, the changes in the daily life of the growing consumer society, creating new myths and archetypes in taste and the materialization of trends in fashion and design. Rinascente has never been just a store, and has always had an important role in the development of advertising graphics, ready-to-wear clothing and design, thanks to continuous collaboration with the best creative talents and the creation of unusual displays and a cutting-edge image.

The inauguration of the exhibition area in the Rinascente Flagship store is thus underway, with the first of the many exhibitions that will animate the suggestive basement space. Exhibition visitors can admire this space of the newly renovated building, along with the visible Roman Aqua Virgo aqueduct and the Design Supermarket, all on the basement floor (-1).

The exhibition path. The advertising Posters

During the first post-war period, Rinascente played a leading role in bringing a modern advertising language to Italy, thanks to collaboration with prominent artists like Achille Luciano Mauzan and, especially, Marcello Dudovich, who developed a communication strategy based on the recognition of the logo and the attractiveness of elegant, Liberty Style female figures. A display rack, like those in the archives, will allow the visitor to access the rich collection of original posters and sketches owned by Rinascente.

Fashion and design

Rinascente has always been a laboratory of modernity: displaying their goods on the shelves, giving fixed prices, and offering ready-to-wear clothing. Always very alert to the evolution of society and taste, it relied on the creativity of young designers, revolutionizing the female and male image as well as living spaces. A video of archives, will lead the visitor to discover the fundamental Rinascente chapters in the history of fashion, mass distribution and communication.

Shop windows and interior displays

Since the beginning, Rinascente focused on collaboration with renowned architects and designers, who created modern and functional structures, regularly transforming shop windows and interior displays into high-value showcases. The exhibition will offer miniature reproductions of some of the most striking and iconic displays made for the flagship store in Milan Piazza Duomo.

New graphics

Rinascente was at the forefront of developing innovative and effective integrated communication: a new common language that sees the object at the center and uses collages, the objet trouvé and visual montages based on everyday life materials. They created a synergy among illustration, graphics and photography, through an architectural image study and original communication skills. Seven totem displays will illustrate the most significant graphic products and a video will tell the story of Rinascente advertising graphics.

Catalogues and internal bulletins

Since the Nineteenth century, Rinascente has been publishing advertising and mail order catalogues, and throughout the Twentieth century it created several in-house publications for employees. A selection of covers and photos taken from the bulletins and catalogues will be reproduced in large format, offering the visitor the editorial wealth of the department store. In addition, a large reference book will be on display, containing all the files of the in-house publications, digitized and published on the Rinascente Archives website.

Merchandising The exhibition catalogue and merchandising will be available for purchase on the same floor as the exhibition: at Design Supermarket on the basement floor (-1).
Opening Hours The exhibition is free and open to the public every day from 9.30 a.m. to 11 p.m.